Introduction
Changing Cooking Behaviors & Attitudes tracks the evolving nature of consumers' food preparation practices as a variety of lifestyle and societal factors continue to fuel a shift to convenience. It also discusses how many consumers are attempting to reassert themselves in the kitchen, offering opportunities to industry actors who can deliver convenience, health, indulgence and comfort needs.
Scope of this report
A unique survey of home cooking behaviors was conducted with 5,000 consumers across the US and Europe during June 2006
In-depth quantitative data covering at-home meal occasions, including dinner by cooking type (scratch-, part- and fully-prepared)
Detailed action points offering practical strategies based on the trends and insights analyzed in the report
Countries covered: France, Germany, Italy, Netherlands, Spain, Sweden, UK, US
Research and analysis highlights
Consumers' attitudes still largely favor scratch-cooking (52% of European dinner occasions and 44% in the US) and increasing people are aspiring to alter day-to-day cooking behaviors to more accurately reflect this. Cooking skills, especially amongst younger consumers are associated with a "new cool" and are seeing signs of a renaissance.
Despite a growing interest in cooking as a showpiece event, the overall trend continues to be a move away from traditional forms of cooking towards convenience options. Fragmenting mealtimes, erosion of basic cooking skills and a desire to use free-time for other activities will continue to fuel the desire for time-saving, easy meal solutions.
Consumers' meal choices and methods of food preparation are the product of the tension between the three consumer mega-trends of convenience, health and sensory indulgence. Solutions that hit all three areas, such as the emergent meal assembly industry, or help in establishing producers as consumers' trusted helpers will be well placed to benefit.
Key reasons to read this report
Uncover fresh insights into the changing attitudes and behaviors affecting consumers' food preparation choices in the home
Obtain exclusive data on cooking occasions and consumers' cooking practices in the US and Europe
Improve your marketing strategy by targeting the most profitable occasions and their accompanying need states
Table of Contents
CHAPTER 1 EXECUTIVE SUMMARY
3
Hot topic
3
The future decoded
3
Everyday meal occasions are still increasingly characterized by convenience
3
Consumers are time poor and suffering from limited cooking skills
3
Basic cooking tasks are now seen as difficult by many consumers
4
Cooking is a low priority in allocating free time
4
Consumers are increasingly keen to cook exciting, flavorful and interesting meals themselves
4
Consumers are seeking authenticity in their food
4
Scratch-cooked foods have strong comfort associations
5
Cooking behaviors and attitudes are affected by the conflicting convenience, health and sensory mega-trends
5
Home cooking is emerging as a "status skill"
6
Cooking behavior is influenced by occasion
6
Lifestage has a direct impact on cooking behaviors and attitudes
7
Action points
7
CHAPTER 2 THE FUTURE DECODED
17
Introduction
17
Key findings
17
TREND: Everyday meal occasions continue to be increasingly characterized by convenience
18
The fragmentation of mealtimes continues to fuel the convenience trend
19
Mealtimes are being missed
19
Out-of-home meal consumption is increasingly common
23
TREND: Cooking from scratch occasions will decrease under pressure from more convenient options
25
European consumers still opt for scratch-cooking most frequently
26
Related Reports :
Cooking and Eating - Market Assessment
World Outlook for Household Cooking Appliance Manufacturing 2006-2011
World Outlook for Parts and Accessories for Commercial Cooking and Food-Warming Equipment 2006-2011
World Outlook for Shortening and Cooking Oils 2006-2011
World Outlook for Small Cooking Appliances 2006-2011
World Forecasts of Electric Ovens, Cookers, Cooking Plates, Boiling Rings, Grillers, and Roasters Export Supplies 2006
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